Hillary Slattery

What's the difference between correlation and causation in media measurement? Correlation: Consumer sees an ad and makes a purchase. The ad must have caused the purchase. Causation: When we stopped running this ad in this test market, we saw sales drop X% in that same market, compared to control markets. The media is causing this many sales. The question remains, how do brands get to causal measurement? Mahesh Jeswani, Measured's SVP of Product breaks down how brands are leveraging automating geo-testing to uncover the cause and effect relationship between marketing sales. Don't sleep on this Q&A session! 🔥 #mediameasurement #geoexperiments

3

As #thirdparty cookies near deprecation, ad tech companies are innovating to build audiences for media buyers. #Sellside curation is emerging as a key trend, where #firstparty customer data from buyers is matched with publishers' first-party audience data to create private marketplaces (#PMPs). This shift changes the traditional roles of #DSPs, #SSPs, and #DMPs, leading to new dynamics in the #programmatic ecosystem. Key Highlights: ✅ SSP Curation: SSPs now leverage first-party data from publishers, enabling large-scale activation of second- and third-party audiences without third-party cookies. ✅ Data Marketplaces: SSPs are partnering with third-party data providers to enhance audience matching, creating new data marketplaces. ✅ Real-Time Reporting: SSPs offer real-time data matching and reporting, improving transparency and efficiency. ✅ Flexibility and Control: Sell-side curation provides advertisers with more flexibility and control over audience identifiers, bypassing DSP limitations. ✅ Industry Impact: The evolving landscape is creating new opportunities and tensions, as SSPs gain prominence and DSPs adjust to reduced control. As the ad tech industry adapts to the loss of third-party cookies, sell-side curation is transforming how audiences are built and targeted, paving the way for a more connected and efficient advertising ecosystem. #sellsidecuration #programmatic #advertising

51

4 Comments

How was my #linkedin feed missing this RMN news this week? Asking for a friend: As RMN become a prominent activation layer, do programmatic shopper data costs decrease? If that is the case, it is example of how leverage is moving from data brokers to publishers. #retailmedianetworks #shopperdata #performancemarketing #cpg

4

3 Comments

“Now we're going to talk about how agencies will survive the cookie apocalypse—which is the slowest apocalypse ever," quips Anthony Vargas of AdExchanger #ProgIO. Allison Schiff perceptively notes that 3rd-party cookie deprecation is kind of a "boiling frog" situation... So is that frog cooked yet? Also, the whole industry is kind of the frog, right? (Except for the Walled Gardens, maybe?) “We could have had this same conversation last year, and I’m sacred we’re going to have the same one next year," Schiff notes. And guess what? For a lot of advertisers/brands, dealing with cookie deprecation is not a priority. Why? Do they not feel the urgency? Well, deprecation has been happening for so long that they seem to have tuned out. They don’t feel like the real solutions have appeared yet. "We’ve been burned on the client side," Alan Silverberg, EVP, Data & Platform Solutions, Publicis Collective. We were told to test, and many of those tests were not fruitful. The tools were not privacy compliant (lawsuits!) or ineffective/limited. Clients very gun shy about privacy especially with new laws coming on the books. Is there investment in alternate IDs? “It’s one tool in the toolbox,” comments Brittany Schermerhorn, SVP of Media for Razorfish. How viable are clean rooms? Super important, but fragmented. You’ll have to think about a primary one and some others that supplement, Silverberg says. Schermerhorn adds: Everyone wants it to be the silver bullet, but really it’s just one tool in the shed. What about UID2? (Awkward silence.) Silverberg bites: It’s nice, broad, but not where it needs to be—not super scalable as is. How many alternative IDs are we going to need? Not sure, Schermerhorn says—think globally, there will be a need for geo-specific ideas. It’s not one, but not sure how many we need. Curious to see how the landscape evolves—consolidation? Grow higher? She adds: There’s been panic about collecting all the data, but you have to understand WHY you’re collecting the data in the first place. You have to be intentional—how are you going to activate it? Silverberg: With collecting first-party data, you have to start with use cases. What would/could I do with this? What about contextual— Michelle Nagelberg, Group Director, Business Intelligence Lead, choreograph. It’s extremely important, but clients don’t want to talk about it. It’s not fun Silverberg: Contextual does well upper-mid-funnel, but struggles lower funnel to drive consumers to take an action. (Hmmm, I wonder what DotDash Meredith thinks about that…) What about giving all your money to the walled gardens? Silverberg: They’re not driving the client business like they used to—diversification is necessary. We really need them to open up a bit, share more with each other even. Privacy Sandbox? Silverberg: I don’t think we’ve seen enough information to say this will be the primary solution going forward. We’ve seen some success, but not a scalable solution at this point.

8

1 Comment

Has anyone ever sized the market opportunity the measurement/verification/attribution/optimization companies are fighting for a share of? Are long-term projections tethered to assumptions using math like we expect X share of a market sized Y, yielding revenue Z, margins A = valuation B? I suspect the pie is finite and not going to grow enormously, so in the end there is only room for a handful of players. And someone is going to have to lose significant share for even that to work. Especially as long as the sell side is paying most of the freight (directly and indirectly).

5

1 Comment

🚀 New Metrics Alert: Say Goodbye to ROAS! Traditional ad metrics like ROAS (Return on Ad Spend) have served us well, but it’s time for a fresh perspective. Enter ROMO (Return on Marketing Objectives). 🎯 Key Takeaways: ROMO vs. ROAS: ROMO considers broader business objectives beyond direct returns. It’s not just about the dollars; it’s about achieving strategic, more holistic goals. ROAS has historically provided a more singular approach to returns on specific channels or through outdated metrics such as last-click attribution. We all know how that can be unreliable. Enter the world of ROMO. 🌎 Measurement Challenges: Implementing ROMO requires surveys, non-programmatic tools, and data modeling. It’s worth the effort! Incremental Attribution: Industry giants like Google, Meta, and Amazon are shifting toward metrics that focus on new customer acquisition and holistic impact. Let’s embrace the future of retail metrics! What are your thoughts? 🤔 #MarketingMetrics #DigitalStrategy #RetailMedia #ROAS #MediaAttribution #PerformanceMarketing More here... 👇🏼

5

1 Comment

It didn't happen this year, but Google's phase-out of 3rd party cookies is inevitable. EMARKETER's Field Guide explores the varied identifiers available to marketers. The white paper examines: - Why marketers will need identifiers - How identity solutions can help - A full breakdown of Universal ID solutions and non-ID options. Hats off to Arielle Feger for the research and analyst Evelyn Mitchell-Wolf for advising. A special thanks to LiveIntent, Inc. for making the guide possible. Get it here ⬇️ https://lnkd.in/e7YJm6vN?

11

MMM never went away! Costs in here are on the extreme end to make this platform sound cheap, and the article totally misses the mark on how companies like Blend help companies to build and own their own MMM platform. https://lnkd.in/e7r6xvQ4

21

TO SAVE THE OPEN WEB, WE MUST DESTROY IT? Could one make a compelling case for why Google's search result changes are a good thing? Certainly, this will weed out some low quality media that is hurting not just users but also advertisers and high quality publishers. However, there is a very valid counter-argument that this is bad for users in the long-term and even in the short term as more content passes through fewer gatekeepers, with the breadth and depth and richness that the Internet has brought us via the creativity & passions from of all of humanity. Of course, many of those content creators will lose $ as a result too. But let's consider another angle. Do Privacy Sandbox and other privacy safe probabilistic ad solutions work better when more user time spent, ad views, and ad spend are concentrated on fewer publishers vs spread across the long tail? And if you consider that the concentration will allow for better/easier/cheaper facilitation of data/value trades which will better fuel AI models & monetization, then this could be a net positive? I won't pretend this is a simple good/bad decision. On the one hand, this will likely hurt the long tail of the open web. On the other, this could save the open web by making the non-Walled Gardens more viable with sustainable traffic/ad/data monetization. So are we robbing selected Peter to pay (save?) collective Paul? As with any large changes, we need to weigh the pros and cons and consider the 2nd and 3rd order consequences that will follow. Of course, it doesn't really matter what we think - Google will do what they think is best for them (in the long term as long as it doesn't hurt them in the short term). Wherever you sit on this issue, and in the supply chain, I think one of the safer bets is to begin focusing on quality over quantity. #QualityMatters #QualityOverQuantity https://lnkd.in/eFHzi9is James Hercher AdExchanger

11

As the CTV landscape evolves, contextual AI is becoming essential for advertisers, addressing key challenges like targeting limitations, transparency issues, and lack of real-time insights. Jon Wallett VP of Sales, East Coast at Seedtag, emphasizes that innovation in contextual targeting is crucial for future success. Seedtag's contextual AI, Liz, enables brands to develop effective audience strategies, enhance creative messaging, and gain valuable insights, all while adapting to real-time trends. Wallett argues that embracing these advancements will drive greater transparency and more inclusive, interest-based targeting, making contextual AI indispensable for modern advertising. Watch the full interview here to learn more 📺 : https://lnkd.in/eZadMN24 #ContextualAI #CTVAdvertising #InnovationInMarketing

23

Retail Media Networks have started behaving more like media networks than retailers, and I am here for it. In case you missed it, two giant retail media networks have opened up to near-endemic and  non-endemic advertisers in the past few months. Walmart Connect in April, and now Albertsons Media Collective Walmart: https://lnkd.in/dBmKERhJ Albertsons: https://lnkd.in/dUCh_VtP btw, both are targeting advertisers from the same industries- automotive, entertainment, financial services and travel. However, it’s interesting to note that both have a very different type of offering for non-endemic advertisers. Walmart Connect’s offering is rooted primarily in data monetization. Non-endemic advertisers can leverage Walmart’s first party audience data for targeting shoppers on Walmart’s offsite network - walmart’s onsite inventory is NOT available to them. On the other hand, Albertsons Media Collective is monetizing its onsite ad inventory - only caveat being, the inventory available to non-endemic advertisers is on post purchase pages like order confirmation page. Now, why am I so excited about this? Four reasons. Three reasons come from the way retail media is evolving. The fourth one gives me bragging rights. Why is this a good thing for the retail media industry? → RMNs leaning exclusively on endemic brands are bound to hit an ad revenue ceiling - after all how much ad spend can be extracted from the same set of advertisers? → Thanks to first party targeting, non-endemic ads need not be irrelevant eyesores for shoppers - additional media dollars flow in without impacting shopper experience → Retailers get to charge advertisers a premium - third party cookies are dying, non-endemic advertisers also know that retail media is their best bet The fourth reason and why do I get bragging rights? → At Osmos, we foresaw this evolution in retail media. Hence, we already have the tech to enable non-endemic advertising on retail media networks - whether they want to go the Walmart Connect way or Albertsons Media Collective way. #retailmedia #non-endemic-ads #walmart #walmartconnect #albertsons #albertsonsmediacollective #osmos #offsite

27

1 Comment

Google just delayed third party cookie deprecation for the third time. My thoughts, and a link to the AdTech communities best humor on the topic. 1. Much of Google's AdTech ecosystem is built on cookies. So they aren't going to remove it without a strong competitive reason (like Apple did), or outside regulation forcing them. 2. Only 50% of website visits now offer cookies, so think about alternatives anyway. 3. The technologies exist to manage life beyond 3PC, but the investment cost/benefits don't outweigh inertia for most players in the ecosystem. 4. At LiveRamp, I was the Product Manager who built the cookie-less client side tag to track alternative IDs. Here are the cookie alternatives: 1. Fingerprinting - frowned upon, inaccurate, and illegal in many regions 2. MAIDs - blocked by platform players down the stack from the app/browser, such as carriers and device/app store companies (like Apple) 3. Emails and various forms of Oauth/repackaging the email - can be owned by the walled gardens, like, you guessed it: Google. Or sites and publishers need to implement proprietary logins (costly and inefficient for users) It's messy and where it gets messy, it can get funny. Click the link below for the humor. Personally, I don't think Google will actually go through with it until they are forced by outside players or regulation. What are your thoughts on this delay? https://lnkd.in/gXTg4ZPU

5

8 Comments

Marketers have been warned for years to get ready for the #cookieless future. Well, now it's the cookieless present, and a surprising number of companies are still unprepared. This new guide created by the ADWEEK Branded content studio and Quantcast -- "Mind the Addressability Gap" -- is a good place to start, with answers to the most pressing questions about building a cookie-free strategy for the open web.

5

A few weeks ago I headed to Miami's POSSIBLE conference, which was buzzing with excitement and customer engagement.  I chatted with several CMO’s who were all asking the same question: "What shoud our AI strategy be?" The answer? You don't need an AI strategy. What you need is to use AI to SUPERCHARGE your existing strategy. On stage with Instacart CMO, Laura Jones we dove into how her team is doing exactly that! They are revolutionizing their business with Google AI. Always inspiring to hear real-world success stories. Missed the conference? You can find highlights from our fireside chat below. 👇  https://lnkd.in/dS2eCQ4U #AI #PossibleConference #GoogleAI

319

7 Comments

A pragmatic approach that asks the industry to "reinforce the foundations of a digital advertising ecosystem that values authenticity and penalizes deceit." It's time to go back to the future and demand that advertising is placed alongside quality content.

3

1 Comment

✅🖥️ AdExchanger (5/31): “Programmers are trying to “slow down the pace of adoption” for auction-based bidding, said a buyer. One way they’re doing so is by limiting the supply they make biddable. Instead, pubs prefer to gatekeep their prized inventory with a high price tag attached to the “premium” label. Programmers can also maintain this level of control and pricing with PG deals, which are essentially automated insertion orders sent through programmatic pipes. But because CTV publishers are slower to make their inventory available in open auctions, agencies still consider programmatic as a nice-to-have – and not a requirement – for CTV campaigns, the buyer said. The majority of CTV ad buys are still happening via insertion orders or programmatic guaranteed deals. Agencies want to be able to bid on more CTV inventory for better scale, targeting and cost effectiveness. But for that to happen, buyers must make their sell-side counterparts reconsider the meaning of “premium.” ⬇️ #streamingtv #programmatic #avod #ctv #ott https://lnkd.in/ehnQj5Wu

5

1 Comment

Great conversation with Ian Michels! Some highlights: *️⃣ It’s much more of a human problem than an attribution problem; *️⃣ It’s not about the models that come with the tool, its how you’re getting everybody to agree with and understand the attribution data; *️⃣ Quality of data is a big challenge to using attribution; *️⃣ Everything goes better with great targeting On that last bullet -- your attribution reports are going to look a lot better when you filter them to your ideal customer profiles. Getting your ICPs right delivers huge benefits that extend well beyond attribution 🚀

17

Your Customers Are NEWS Consumers: 69% of consumers say advertising in “disconcerting” news has no negative effect on how they perceive a brand. And 94% of US consumers have a neutral or positive perception of brands that advertise in “quality” news content, according to IAB research.

1

AI made a splash at Cannes Lions this year, and Zeta was right in the mix! Our CEO David A. Steinberg discussed our partnership with Amazon and how Zeta's Intelligent Agent platform has developed over 300 agents for marketers. This platform is revolutionizing data science and audience insights. Read more in this Digiday article! #CannesLions #AI #MarTech https://lnkd.in/epXXrcAN

7